Research into the price of 60 common IT products has shattered the perception that independent IT retailers are more expensive than major chains such as PC World, Tesco and Staples.
Target Components' second national pricing survey suggests that local IT shops are winning the price war against the major high street brands.
The overall average price of the products at the 102 independent retailers surveyed by the distributor came out 11 per cent lower than PC World, which many local operators would regard as their closest competitor.
Staples was found to be 28 per cent more expensive, while Asda and Tesco came out 12 and seven per cent higher, respectively.
The survey compared the price of 60 common IT and office products including components, peripherals, software and stationery. It also factored in five typical service offerings including virus removal and back-up.
Target took the lowest online prices of the multiples, meaning the actual in-store price advantage independents command could be even greater, it said.
While last year saw the collapse of HMV, Comet and Jessops, independent retailers opened more shops in 2012 than were closed, according to research from Local Data Company cited by Target.
However, Target managing director Paul Cubbage said independents are still often unfairly perceived to be dearer than their superstore rivals.
"We've conducted a number of separate consumer surveys that tell us people would prefer to buy from local independent retailers, and value their expertise, customer care and trustworthiness very highly," he said. "Yet they also show one of the main reasons people don't use local retailers more is because they believe they are more expensive.
"The latest price survey confirms last year's findings that the opposite is true –independents are lower priced on average than their major chain rivals."
Target surveyed 102 independents but invited more than 300 to respond. They were chosen because they were regular customers conducting a majority of their business in-store.
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